Is online multiple-stores cooperative promotion better than single-store promotion? Misprediction from evaluation mode
Is online multiple-stores cooperative promotion better than single-store promotion? Misprediction from evaluation mode
复制标题
DOI：
10.1016/j.im.2019.02.003
复制
发表时间：
2019-02
期刊：
影响因子：
--
通讯作者：
Lu Yang;Yunhui Huang;Yi-Chun Ho;Zhijie Lin
中科院分区：
文献类型：
--
作者：
Lu Yang;Yunhui Huang;Yi-Chun Ho;Zhijie Lin
受评价模式理论的启发，我们发现在线供应商错误预测消费者对不同类型的销售展示的反应。虽然供应商预测消费者在合作促销中对特色产品的评价更积极（CSP;即，多个商店同步促销）而不是独立的促销（ISP;即，单店独立促销），消费者实际上做的恰恰相反。原因是供应商将CSP与ISP进行比较，并能够根据感知的获取效用进行评估;然而，消费者看到的是CSP或ISP，导致难以获得获取效用。因此，他们根据感知的交易效用进行评估。
Inspired by the evaluation mode theory, we show online vendors mispredict consumers’ responses to different types of sales displays. While vendors predict that consumers evaluate a featured product more positively in a cooperative sales promotion (CSP; i.e., multiple stores promoting synchronously) than in an independent sales promotion (ISP; i.e., a single store promoting independently), consumers actually do the opposite. The reason is that vendors compare CSP with ISP and are able to evaluate depending on perceived acquisition utility; consumers, however, see either CSP or ISP, resulting in difficulty in accessing acquisition utility. Thus, they evaluate according to perceived transaction utility.